Mad Dogs Balances Benefits of Sportswear

NEW YORK Wacoal Sports Science Corporation is set to launch the first campaign for its CW-X performance conditioning wear since the line became available last August.

“We initially had much more of a trade approach at that point. Now we’re getting more aggressive on the consumer side of it,” said John Wilson, client executive vice president. Wacoal hired New York shop Mad Dogs and Englishmen to create the ads two months ago, following a short review, he said. “We wanted to find an agency that was, like us, entrepreneurial and knew how to stretch ones dollars,” Wilson said.

Though Wacoal intimate apparel has been sold in the U.S. for decades, WSSC opened its New York office just a year ago, Wilson said. With a small ad budget, “the creative had to work very hard,” he said.

Each of three print ads presents athletes holding up the homestretch of their favorite roads, mailbox and all, beneath a stormy sky. The accompanying copy explains that the athletes, a male and female runner and a male biker, were able to go further and faster with the help of CW-X. The ads were shot by photographer Olaf Veltman, first in Barnett, Vt., and then on summit of New Hampshire’s Mt. Washington.

“We wanted to create a campaign that found a balance between the scientific product benefit and the emotional benefit of athletic achievement,” Deacon Webster, executive creative director of Mad Dogs and Englishmen, said in a statement.

The ads also needed to communicate the science behind the product, which boasts 15 U.S. patents. The clothing is designed to support the key muscle groups of the legs as well as the knees, Wilson said.

The ads will run in enthusiast publications, including the September and November issues of Runner’s World and the August and October editions of Women’s Running. Cycling magazines will soon be added to the schedule.

Campaign spending was not disclosed.